019: 400 Letters and a Senate Victory: The Story of How Rural Co-ops Stopped a Regressive Tax (with John Cassady)

In this episode of The Co-Op Heroes podcast, we sit down with John Cassady, CEO of Indiana Electric Cooperatives, to explore how one grassroots advocacy campaign stopped a regressive tax increase that would have blindsided rural communities, and what this fight reveals about defending people who don't know they need a champion.

Most people don't spend their days reading legislative proposals or tracking tax code changes. They're working, raising families, trying to make ends meet. But while they're living their lives, decisions are being made at the statehouse that could dramatically increase their electric bills. By the time they find out, it's too late. That's where advocates like John come in, serving as the eyes, ears, and voice for communities that don't know what's coming.

Early in his career, John faced a defining challenge. Ohio's governor proposed a sweeping tax reform package designed to help the business community. Buried in the details was a dramatic increase to the kilowatt hour tax, a regressive tax that would hit rural electric consumers the hardest. The proposal had the backing of the governor, legislative leadership, and one-party control of the statehouse. When John raised concerns, the Speaker of the House essentially told him to pound salt.

What happened next is a masterclass in grassroots advocacy. John hit the road, meeting co-op leaders in their offices and at local diners, building trust and conveying urgency. He helped CEOs translate abstract policy language into real impacts. A tax increase became "$60 more per month on your electric bill." That got people's attention.

Featured topics:

• How regressive taxes disproportionately impact rural communities
• The challenge of communicating urgency about policies people don't know exist
• Building grassroots campaigns through co-op leaders, boards, and member consumers
• Why showing up in person matters when you need people to trust you and act
• Turning awareness into action: letters, emails, and constituent engagement
• Losing the battle in the House but winning the war in the Senate
• The moment a rural legislator said, "We're going to take care of you on this"
• Why good ideas and organized communities can overcome formidable political opposition
• The empowerment that comes from demystifying the political process
• How electric co-ops continue the legacy of selfless leadership, from bringing electricity to rural America in the 1930s to bridging the digital divide today

John explains how this early victory shaped his entire career and taught him the power of helping others find their own voice in the political process. When people come together for the right reasons and bring their voice to the table, change is possible. And when you're fighting for something bigger than yourself, for member consumers who rely on affordable electricity, the mission becomes deeply personal.

This is a story about fighting battles rural communities don't see coming, empowering people to engage in a process that often feels distant and dysfunctional, and the enduring power of the cooperative mission to serve the common good.

The Co-Op Heroes podcast brings you real stories from electric utility operators, the people who work around the clock to keep our communities powered and served.